The Demand Distribution curve illustrates how a TV show’s popularity compares to the demand benchmark, which is a measure of the average demand across all titles. The curve is divided into performance buckets, ranging from “Below Average” to “Exceptional”. A show falls into one of these performance buckets depending on how many times more or less demand it has compared to the demand benchmark.
The show’s performance is market-specific, e.g. the same show can be in the “Average” range in the United States and in the “Good” range in France.
As an example, if a show has 9 times more demand than the demand benchmark, it falls in the “Outstanding” performance range; only 2.7% of all shows in the market reach this high level of demand.
As an entertainment executive, leveraging demand data can help you make more informed decisions when it comes to content valuation, acquisition, distribution, and programming. Using the example of "Obi-wan Kenobi" for the month of March 2024 in Canada, let's explore how demand data can provide valuable insights to inform these strategic decisions.
Content Valuation:
Content valuation is the process of determining how much a particular show or library of content is worth. One way to determine the value of a show is through its demand. In this case, "Obi-wan Kenobi" has 9.4 times the audience demand of the average show in Canada, making it an outstanding performer. When it comes to content valuation, demand data can reveal not only the baseline value of a title but also the dollar value contribution of any title to any platform in any region. By quantifying the platform-specific marginal revenue contribution of a title and how it drives engagement across the rest of the catalog, you can calculate the ROI a specific title will bring for a given platform.
Acquisitions & Distribution:
Knowing what titles are resonating with audiences can help inform decisions regarding content acquisitions and distribution. In the case of "Obi-wan Kenobi," we can see that it has higher demand than 97.1% of all adventure titles in Canada, indicating that it is a top-performing show in its genre. Additionally, examining the top 10 global markets where the show is most in-demand reveals that it outperforms the demand of the average TV show in each of these markets. This information can help guide content acquisition and distribution decisions, particularly when expanding into new markets and territories.
Programming:
Demand data can also help inform programming decisions. For example, we can see that fans of "Obi-wan Kenobi" also enjoy shows such as "The Book Of Boba Fett," "Andor," and "House Of The Dragon." By identifying these related titles, a platform or network can consider programming similar shows to attract and retain audiences. Additionally, understanding when demand spikes for a show can help inform scheduling decisions.
Subscriber Acquisition & Retention:
Ultimately, understanding audience demand can help drive subscriber acquisition and retention. Knowing which titles have dedicated but small fandoms versus those that have a wider group of appeal can help platforms target the right content to attract new subscribers. In the specific case of "Obi-wan Kenobi," it has outstanding demand, strong travelability, and high reach. These insights can be invaluable in developing marketing campaigns and retaining current subscribers.
In conclusion, leveraging demand data provides valuable insights into content valuation, acquisition, distribution, programming, subscriber acquisition, and retention. By examining the case of "Obi-wan Kenobi" for the month of March 2024 in Canada, we can see how demand data can be used to inform strategic decision-making across a range of areas in the entertainment industry.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Obi-wan Kenobi is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Parrot Analytics is the leading global content demand analytics company for the multi-platform business of television. With the world’s largest TV audience demand dataset, the company currently tracks more than 1.5B daily expressions of demand in 100 languages, not only in Canada, but also in 100+ other markets around the world to reveal the television content that consumers watch (viewership) and give their attention to the most.
Parrot Analytics' television demand data highlights the global TV content monetization opportunities for Disney+ and thousands of TV studios, linear networks, broadcasters, pay TV providers and OTT / SVOD platforms.
Unlike TV ratings, our DemandRank TV rating system ensures that important demand signals are weighted more heavily than others: The more consumer effort required; the more importance is attached to each signal. Once all the signals are weighted and combined, the audience demand for Obi-wan Kenobi, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Sci-Fi Action), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:01 p.m. PST using analytics from Parrot Analytics for Obi-wan Kenobi in Canada. We provide our partners with far-reaching SVOD analyses to help them drive better and more informed content distribution strategies. Contact us today to find out more.